What is Gated Content?

What is Gated Content?

Gated content (or an “asset”) refers to any material a company places behind a form. It’s something valuable enough to justify asking for information from your customer or prospect in exchange for access. However, not all content qualifies as gated, and a one-size-fits-all approach to forms doesn’t work. Like any other content, gated assets must be unique, compelling, and offer enough value to motivate users to click “submit.”

Examples of gated content include white papers, eBooks, webinars, slides, infographics, how-to guides, videos—basically, any content designed to help a prospect make a decision, without being essential for their journey. Below, we’ll explore how to determine whether content should be gated and how to approach it strategically.

How to determine if content is worth gating

To decide if a piece of content is suitable for gating, it’s essential to know where it fits in your content strategy. Ask yourself the following questions:

Is the content good?

Start here. If your content isn’t well-written, engaging, or useful, it’s time to revisit it. A lack of originality or poor design can significantly reduce its value. Here’s how to create content that stands out:

• Answer Relevant Questions: Choose a question your audience is curious about or something they need to know to better understand or use your product. Good content educates. If it doesn’t, you need to rethink it.
• Check for Errors: Typos and grammatical mistakes can erode trust in your expertise. Proofread thoroughly to ensure your work is polished.
• Prioritize Design: A visually appealing design adds credibility. If complex graphics aren’t feasible, keep the design clean and professional.

Is it too salesy?

Overly promotional content should either be toned down or offered for free. Asking customers to provide their information for a sales pitch is unfair and can create a negative impression of your brand.

While it’s acceptable to include a call-to-action (CTA) at the end, the primary goal should be to educate the audience, helping them make informed decisions on their own terms.

Will anyone share it?

If your content is engaging and educational, ask yourself: is it shareable? Shareability often depends on:

• Design and Title: Ensure the title grabs attention and the design is visually appealing.
• Unique Value: Clearly explain why the content is worth downloading on your landing page. Break down key points and highlight benefits.
• Social Sharing: Make it easy for users to share your content by including social sharing icons.

Does not having access to this document inhibit the customer’s ability to use your product?

Make sure the content isn’t essential for using your product. Placing core documentation behind a form can frustrate customers and harm your brand reputation.

While how-to guides can make excellent gated assets, they should focus on advanced topics rather than basic “getting started” instructions. Use these pieces to nurture customer engagement without impeding access to essential resources.

Appropriate gating

Before setting up a form for your gated content, determine what information you need from prospects. For instance:

• A detailed eBook might warrant asking about the prospect’s company and job title.
• A 15-minute webinar might only require basic information like name, email, and phone number.

Using a smart form through your CRM or marketing automation tool can streamline this process. Smart forms adjust the questions based on how many forms a prospect has previously completed, helping you gather more detailed information without redundancy.

Alternatives to gating content

If you have valuable content but doubt your audience will fill out a form to access it, consider these alternatives:

• Freely Available Content: Post the content on your website or blog, ensuring it’s clearly attributed to your company. Lock PDFs to prevent unauthorized edits.
• Email Campaigns: Share the content with existing customers or prospects who’ve already signed up for your mailing list. This keeps the content gated while reaching a qualified audience.

Promote Your Gated Content Effectively

One of the biggest mistakes is creating valuable content but not promoting it. To ensure it reaches your audience:

• Create a Resources Page: Include a centralized page on your website’s navigation for all downloadable content.
• Link Strategically: Mention gated content in relevant blog posts and include links to the landing page.
• Leverage Social Media: Hype up your content with engaging posts and visuals.
• Use PPC Campaigns: Develop paid campaigns around high-value assets to drive targeted traffic.

The Takeaway

Gated content is about exchanging valuable resources for customer information, enabling you to nurture leads and turn them into loyal customers. By creating educational, non-salesy, and shareable content, you’ll position your brand as a trusted resource while gaining insights into your audience.

DemandZEN can help you craft a digital marketing strategy that includes exceptional gated content tailored to your prospects’ needs. Get in touch with us today to find out how we can support your goals.